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Added 03/24/10 SW/SS
Article ID#: KINet0028

IRM.Net - Google Analytics Integration
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The IRM.Net Analytics module enables IRM.Net page visits, reservation revenue and campaigns to be tracked through Google Analytics. To purchase the IRM.Net Analytics module, please contact RDP.  

Google Accounts

After purchase and installation of the IRM.Net Analytics module, the first step in the integration is to set up a Google Analytics account. In order to track IRM.Net revenue, be sure to set up the account as an "e-commerce website". To create and track paid Google advertising campaigns, also setup up a Google Adwords account and link the Analytics account to the Adwords account (from Adwords Reporting tab, select Google Analytics). Both accounts must be created with the same email address which must be an administrator on the Analytics account.

Google Analytics Account Configuration

Google recommends setting up a minimum of two profiles, one for unfiltered/raw data, another  that filters out upper/lower case, session id, query parameter differences.  When creating the profiles, answer yes to the question "Is this an e-commerce website?" in order to track reservation revenue.  The following filters are recommended in order to consolidate page visit data:

1) Downshift URL
   Filter Type:  Custom filter
                 Lowercase
   Filter Field: Request URI
2) Remove Session ID
   Filter Type:    Custom filter
                   Search and Replace
   Filter Field:   Request URI
   Search String:  /\(([a-z]|[A-Z]|[0-9]|\(|\))*\)/
   Replace String: /
   Case Sensitive: No
3) Remove Query Parameters
   Filter Type:    Custom filter
                   Search and Replace
   Filter Field:   Request URI
   Search String:  aspx\?.*
   Replace String: aspx
   Case Sensitive: No

Google Campaigns

Both paid advertising and non-paid campaigns can be tracked by Google Analytics.  Set up paid advertisements in Google Adwords.  Analytics and Adwords accounts must be linked with "Apply Cost Data" checked on the Adwords account in order for paid ad data to be viewed from Google Analytics.  Visits and revenue attributed to a paid ad will display in Analytics with a medium of "cpc" (cost-per-click).   Non-paid campaigns can be tracked by tagging links with campaign name/source/medium information.  For example, a link in an e-mail newsletter could be tracked as campaign name = "Spring Sale", source = "Newsletter", medium = "email".  Visits and reservations made by clicking on this newsletter link would be tracked in Google Analytics by the campaign name, source and medium specified.  

Sample tagged link for a non-paid campaign:


http://IRM.resortdata.com/IRMnet/res/resmain.aspx?
utm_source=Newsletter&utm_medium=email&utm_campaign=Spring Sale
Campaign Source - referrer: in this example link was sent out in a newsletter
     utm_source=Newsletter
Campaign Medium - marketing medium: in this example, email
    utm_medium=email
Campaign Name - promotion name: could be tied to an IRMNet promotional rate by including a promocode parameter also
   utm_campaign=Spring Sale
 
The above query parameters are Google tags and affect the Google Analytics campaign reports. To offer a promotional rate with a campaign, also add the IRM.Net promocode query parameter as follows: 

http://IRM.resortdata.com/IRMnet/res/resmain.aspx?
utm_source=Newsletter&utm_medium=email&utm_campaign=Spring Sale&promocode=123456

In this case the promotional rate associated with promo code 123456 will be quoted.  Optionally the marketcode and/or source query parameters can also be added.  If specified, then the resulting reservation will be marked with the marketcode and source of business passed in.

If the originating tagged link is to the marketing site, then the tags must be also passed through to IRM.Net in order to appear in the IRM's Google Analytics data.  This can be accomplished with some javascript code to determine if the utm_source, utm_medium, utm_campaign parameters exist on the url to the marketing site and if they do, add them to the url to IRM.net.

Google Adwords Conversion Tracking

Additional script from Google can be installed to track paid advertisement conversions (sales resulting from clicking on the ad).  Conversion tracking is implemented by setting up a Conversion Type in Google Adwords (Reporting tab/Conversions).  Copy and paste the conversion tracking code created by Google Adwords into c:/inetpub/wwwroot/IRMnet/custom/common/googleanalytics/tracktransaction.htm.  This conversion tracking code should go after the Google Analytics revenue tracking code. 

In order to track the conversion (reservation) value, replace the lines (from the Google supplied conversion tracking code):

if (<%= totalValue %>) {
google_conversion_value = <%= totalValue %>;
}

with:

google_conversion_value = GetTotalExcludingTax();
Google Tools
www.google.com/adpreview - to test Adwords ads without affecting statistics
Campaign URL Builder - for tagging non-Adwords campaign URLs
Google Documentation
Cross-Domain Tracking
Campaign Tracking

Sample E-commerce Report

The Google Analytics E-commerce Report (sample below) shows visits to the IRMNet pages, number of reservations (transactions) made and revenue grouped by traffic source.  

Transactions:  Reservations made
CPC:  Paid advertisement (cost-per-click)
Referral:  Hyperlink from another website
Organic:  Link from a search engine
Email:  Hyperlink in an email campaign.  This sample report is an example of a user defined non-paid campaign.

This report indicates how visitors got to the IRM site: via a search engine, paid ad, link on another site etc.


 

Sample Campaign Report

The Google Adwords Campaign Report (sample below) shows a campaign's number of clicks and reservations (conversions). This report indicates how often an ad is displayed, clicked on and results in a reservation booking.

Conversions:  Reservations made (Adwords conversion tracking code must be in place)
Conv Value:  Reservation revenue (Adwords conversion tracking code must be in place)
Impressions:  Number of times the ad was displayed
Click:  Number of times a new user clicked on the ad (if I click on it ten times - I'm counted as one user)
Cost:  Amount charged by Google Adwords for the clicks on the ad
Avg Position:  Average position in the search results

This report indicates how visitors got to the IRM site: via a search engine, paid ad, link on another site, etc.